The analog blackout, internet services pay have triggered Mexicans ignore the free service
GUADALAJARA, JALISCO (19 / aGO / 2016) .- for several years, Monica Ortiz “turned off” signal broadcast television at home because it considered that its programming does not offer quality content and its newscasts are not credible.
“I see only series and movies for cable and internet. TV open I do not care “.
In the same vein Simon Martinez said, noting that only consume audiovisual content across platforms Over the Top (OTT) as Netflix.
Meanwhile, Isabella Hernandez stopped watching network television since December 2015 following the analogue switch, deeming that the contents were not worth it to invest in a set top box or a new TV .
according to the Fourth Report Quarterly Statistical the Federal Telecommunications Institute (IFT), in just one year, the rating of broadcast television in Mexico fell 18 percent. Went from a national average of 9.56 rating points in the last quarter of 2014 to 7.82 in the same period of 2015.
rating was calculated in conjunction with the research company Nielsen IBOPE media. a sample of two thousand 148 households with an average of 2.25 televisions per household in 28 cities, including Guadalajara, Mexico City and Monterrey, October to December 2015, 24 hours a day, Monday through Sunday analyzed .
What’s more, the participation of television in the market fell 13%, from 65.16% to 56.7% over the same period.
Guillermo Orozco, head of the Research Department of Social Communication of the University Center for Social Sciences and Humanities of the University of Guadalajara, explained that one of the many factors why people stop watching TV is migrating screens.
“This implies that there are other ways to get in touch with the television , which refers not only to what is transmitted by television. It is also YouTube , Netflix and TV content pays “.
Alejandro Martínez Varela, coordinator of Design of Information Technology at the University of Guadalajara (University of Guadalajara) , considered that the decrease is due to several factors: the emergence of new platforms for audiovisual content (including Clarovideo) and their business models and the increasingly widespread mobile use, mobile devices and social networks
.
Increases service pay
Lorena is a user of cable television for almost 10 years. Her family decided to subscribe to the service because they did not like the contents of the open signal. “The cable gives you more options. In broadcast television broadcast pure novels, or silly news programs. The cable gives you the option of more cultural content, videos or cartoons. It has everything ”.
Despite the negative numbers recorded open TV, pay TV signal or restricted closed 2015 with positive numbers. Fourth Quarterly Statistical Report IFT realizes an increase in rating happened from 3.6 to 4.1 (up 14%). In addition, its market share increased by 21 percentage points, going from 24.5% to 29.7 percent.
According to the National Survey of Consumer Audiovisual Content 2015 IFT, five out of every 10 people they decided to hire the pay television content have more options; two out of 10 because they receive good sign television.
Alejandro Martínez Varela, coordinator of Design of Information Technology of the University of Guadalajara, partly attributed this increase to the analog blackout, because it indicated that many families chose to hire a service cable to face instead of buying a new device to capture the digital signal.
in fact, the television channels open as the Canal de las Estrellas, Azteca 13 Azteca 7 and Channel 5 are the most viewed in the restricted signal, despite the availability of content providing service pay.
Projected alliances
the rise of platforms Over the Top (OTT), as Netflix or Clarovideo, as well as the growth of pay television, has led to traditional content generators as Televisa and TV Azteca think of new ways to position their programming in an environment of coexistence, making alliances coproduction way to reduce costs and increase the spread in a more competitive environment, according to El Financiero.
Rodrigo Fernandez, CEO of Studio 7 TV Azteca, revealed that prepares a series called “Between running and live”, a production that will be output through Blim, Grupo Televisa.
This is part of the strategy implemented by Benjamin Salinas Sada , CEO of the television station, to establish alliances coproduction with firms such as Sony, Disney, BFT Media, Fox, Globe and Viacom.
Televisa, for their part, plans to ‘down’ throughout this year the programs have on Netflix to integrate them Blim, which since its start, earlier this year, teamed with Lantica Media to co-produce the adaptation of the Spanish series “great hotel” and release it as an original series of its platform.
the hitherto giant await the arrival of Cadenatres as a new competitor, as well as other new players are expected arising from the tender of 148 channels in 2017.
YouTube and Netflix dominate content
platforms YouTube and Netflix are the most used by Mexicans for online audiovisual content. According to the National Survey of Consumer Audiovisual Content 2015 IFT, nine out of 10 people consume videos on YouTube well above Netflix, which is used by two out of 10.
The questionnaire was conducted eight thousand 750 people in urban and rural locations from 24 October on 22 November 2015 were discussed face to face interviews using electronic devices.
Among the findings also highlighted that an average of 25.8% of 10 respondents claimed to consume audiovisual content. Of these, at least half (53%) watch music videos online, a third (33%) sees series, 30% films, 22% tutorials and 19%, videobloggers as Yuya and Werevertumorro.
in addition, most prefer to access this type of content when alone (52%), against 20% that makes accompanied and 29% performing this activity both.
tEENAGERS, tHE lESS COME tHE TV
teenagers are the demographic group in Mexico that less watching television. The fourth Statistical Quarterly Report 2015 of the Federal Telecommunications Institute, reveals that the television audience is composed by only 8.9% of people aged between 13 and 18 years (24 hours).
that is, that for every 100 people who tune in broadcast television and pay daily, just under nine are teenagers. This figure is even more significant when compared with the percentage of adults aged 45 and older who see the TV, which amounts to 33.44 percent.
The audience composition was calculated in conjunction with the company media research Nielsen IBOPE, which analyzed a sample of two thousand 148 homes.
in addition, according to the quarterly report, the second segment less watching TV are young adults aged between 19 and 29 years, making up just to 15.93% of the daily audience.
by hours of consumption, these age groups are also those who spend fewer hours in front of a television. Young people from 13 to 18 consume only four hours 15 minutes of daily television programming; those 19 to 29 years, four hours 36 minutes.
This is below the national average, which is four hours 49 minutes. Top it is a downward trend, because in the same period of 2014 adolescents consumed three minutes of television. While in the case of young adults just increased nine seconds was recorded.
Guillermo Orozco Gómez, head of the Research Department of Social Communication CUCSH, explained that while historically adolescents and young people are the age group less watching TV, the reasons not to have changed by the use of new technologies.
he indicated that before the adolescents watched television because they wanted to leave their homes to have fun with friends and acquaintances.
“Now we see that young people stay at home, but have the ability to take screens up in the pocket, in the cell and hence can do anything as connecting to communities and see all kinds of videos. They are more comfortable handling and choosing their own products and content. “
| 2014 * | 2015 * | Change | |
| TV open | 7.82% | 9.56% | -18% |
| pay TV | 3.6% | 4.1% | +14% |
| 2014 * | 2015 * | Change | |
| TV open | 65.16% | 56.67% | -13% |
| pay TV | 24.5% | 29.7% | +21% |
* Comparative October to December.
| Group | Percentage |
| 4.12 | 16.53% |
| 13-18 | 8.91% |
| 19-29 | 16.39% |
| 30-44 | 24.73% |
| 45 or more | 33.44% |
| Type | Rating |
| Telenovelas | 3.4 |
| Drama Unit | 3.0 |
| Reality Shows | 2.4 |
| Type | Rating |
| Government | 0.1 |
| Marketing | 0.2 |
| Cultural | 0.5 |
| Platform | Percentage |
| YouTube | 92% |
| Netflix | 20% |
| Clarovideo | 6% |
| Other | 5% |
| iTunes | 2% |
| Canal de las Estrellas |
| Azteca 13 |
| Azteca 7 |
| Channel 5 |
| Fox |
Tapatíos prefer to use Internet
“I think the way people watch TV has changed,” said Christopher Austen a consultation of this publishing house in social networks. “When the second television network emerged, it was an option to view different content. But all that has changed thanks to the Internet, where now look good yields. Especially have become popular series and exclusive content for digital platforms where we have concentrated everything from movies, series to documentaries “.
Four in 10 tapatíos consulted via Twitter said they” turned off ” its broadcast television signal and migrated to streaming services like Netflix. In this exercise participation, helped 490 people.
In fact, Mexico is the second most important for Netflix worldwide market, as 39% of its 81.5 million people are in this country, just below US, which has 46% of service subscribers according to GlobalWebIndex.
This phenomenon has caused Televisa launched its own streaming platform called Blim. In addition, he allied himself with TV Azteca to create the series “Between Running and Living,” which will be released through the platform.
While the rest of readers polled in Twitter said that currently prefer to tune television pay (37%), others use YouTube (11%) and to a lesser extent continue to consume network television (8%).
“I think that television is not dynamic enough to adapt to changing times . The ‘youtubers’ with a simple production produce interesting content, “said Ricardo Espinoza.
” Out of the series with high production, such as those made by Warner and HBO, I think television goes drop. Moreover, times are ridiculous, they should be ‘on demand’ to see the contents when I place and not when the TV considers relevant “.
PROGRAMMING FREE
choose soap operas and marginalize culture
for Mexican viewers, soap operas, unit dramas and reality shows are preferred programs.
the Fourth Report Quarterly Statistics 2015 IFT indicates that these types of content are those with the largest audience in the open television channels with 3.4, 3.0 and 2.4 percentage points of rating , respectively.
While the programs of cultural type (0.5), marketing (0.2) and government (0.1) are the least seen in Mexican television.
on the other hand, when analyzing the number of hours spent by gender in national channels (in the quarter) emphasizes that marketing genres (thousand 970 hours), movies (mil 884) and magazine (mil 502) are the most airtime have, but in terms of rating are not positioned at the top. That is, the kinds of programs more rating that are soap operas (953), dramatized unit (239) and reality show (109) are not the most hours of transmission have, indicating that are profitable genres in terms of the audience / time ratio in the air.
the query variable is duration (length) gender grouped for channels 2, 5, 7, 9 and 13 in the 28 cities considered in the sample (Mexico City, Guadalajara, Monterrey and 25 cities) for the period October 2015-December 2015.
tHE VOICE oF EXPERT
Guillermo Orozco Gómez (head of the Research Department of Social Communication CUCSH)
“Over the Top will not replace TV”
Recalling that there people who do not have access to any other entertainment, Guillermo Orozco Gomez said that television will not be replaced by platforms Over the Top (OTT).
“can not yet talk about a replacement, since there are still 50% of people who do not have access to anything other than broadcast television. While there are no other possibilities there will be a permanent migration of young people and adults who seek watch your movies on Netflix or cable TV “.
This will continue to happen, he said, until we have an internet connection, if not is free or very cheap, that provides access to the national level and also that everyone can buy a smart device.
the academics found that consumers demand a different television, because they are the ones who demand what they want to see and seek content they like.
“we migrated to other screens for convenience, because we seek select what you want to see, not seeing everything and endure many things as advertising for a program that would appeal or be continually changing channel, “said Orozco Gomez. . “There is also the part that you can see on any screen, with anyone, when you want and where”
Follow: #DebateInformador
in his family continue watching broadcast TV?
Participate in Twitter in the debate of the day @informador
No comments:
Post a Comment